The impact of E-Marketing in the positioning of Kosovo Banks

  • Dr.Sc. Shpresa Mehmeti University of Prishtina “Hasan Prishtina”
  • MSc. Mentor Mjekiqi University of Prishtina “Hasan Prishtina”
Keywords: Electronic Marketing, Electronic Banking Services, the Bank Marketing, Electronic Marketing Strategies,


The following thesis will present the results of a study on the impact of electronic marketing in bank positioning in Kosovo. As a case study we have selected ProCredit Bank and Raiffeisen Bank which are operating in Kosovo for several years now.

Development of information technology has brought changes in every day work offering various opportunities to the clients and its activities in particular to financial institutions

In this study we have surveyed customers of the banks that operate in Kosovo. For data collection an electronic questionnaire has been used, which was sent to the clients of both banks which are subject of study.

The purpose of this paper is to reveal how these banks apply electronic systems for the provision of services and how this service has impact on their position in the banking market in Kosovo.

Findings from this study have enabled us to understand that the banking sector still suffers deficiencies regarding Internet usage by customers to perform banking transactions.


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